Over 11 million potential holidaymakers around Great Britain are hearing Tourism Ireland’s new advertising campaign for Dublin. A series of light-hearted ads, consisting of a tongue-in-cheek apology to other popular European cities (including Rome, Madrid and Paris) for beating them in the friendliness stakes, has been developed by Tourism Ireland.
The ads are now airing on major national and regional radio stations throughout Britain. Capitalising on Dublin’s TripAdvisor accolade of ‘Europe’s Friendliest City’, the message behind the ads is all about the ‘craic’ that visitors will have when they come to Dublin.
Vera Stedman, Tourism Ireland’s Deputy Head of Great Britain, said: “Again and again, our research shows us that the friendliness of the people here is one of our unique selling points. Tourism Ireland’s new radio ads are an amusing and light-hearted way of promoting Dublin. It is the warm welcome and the ‘craic’ here that resonates with potential holidaymakers overseas and make the city such a great choice for a short break of holiday.”
As well as the radio ads, the new Dublin campaign includes online advertising on key websites, direct marketing and social media initiatives, as well as co-operative promotions with tour operators and air and sea carriers. Tourism Ireland’s 20,000 Facebook fans in Britain are also helping to spread the message.
Sinéad Grace, Tourism Ireland
t: 01 476 3493/ 087 685 9027
Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• 7.6 million overseas visitors came to the island of Ireland in 2009, delivering revenue of €3.46 billion.
• Tourism Ireland’s international website is www.discoverireland.com; there are 41 different websites, providing information in 19 different languages covering every continent. In 2009 discoverireland.com attracted a record 13+ million unique visitors, a +34% increase in visits on 2008.